International PPC is often considered the ‘next step’ of paid search activity after a fairly steady English market PPC strategy has been identified and tackled. This is understandable but often it’s the international PPC which then suffers due to pre-existing English campaigns taking over international/multilingual PPC advertising.
In this post we examine some of those common issues and how it should be resolved.
Frequently, we get companies coming to us with PPC issues in one particular market – Germany, and this really isn’t surprising! Germany is a difficult digital market due to their structured approach to online purchasing. Often this manifests itself in German PPC because of the focus on ROI.
In this article I’ll be giving you 5 top tips on how to get the most from your German PPC.
Due to fairly high interest on my recent post “opening a Baidu PPC account“, it seemed appropriate to follow this up with another one of my favourite non-Google search engines – Yandex. With over 60% of the Russian search market and much stronger CTR on PPC ads than any other search engine – you must utilise Yandex.Direct to get the most from Russian search marketing.
So, what do you need to do to open and run a Yandex PPC Account:
Opening a Baidu PPC account is far more complicated than Google, Yandex, Yahoo-JP or any other PPC platform.It requires local presence, Chinese language skills and market-related paperwork, which makes it near impossible for non-China based companies to “go it alone”. Whilst I highly recommend using a company with Baidu PPC expertise, below are a few key thing you will need to open a Baidu PPC account:
Russia’s Yandex PPC is better than Google PPC. There – I said it! But what I’m actually saying is that the Yandex pay-per-click platform, Yandex.Direct, is more flexible and provides more functionality than Google Adwords. And before the onslaught begins, I can give you 5 good reasons why this is:
1. Bid flexibility
In Yandex PPC, you can utilise its multi-tier bidding strategy and set bids for a top position, a top 3 position, a first page position etc. However, in Google Adwords you go in blind. The first page bid guides you to some extent but is very inaccurate and Adwords new ‘top v side’ reporting tool is an after performance analysis. With Yandex you know what you need to pay to get where you want to be straight away.
When launching a multilingual PPC campaign, many companies think that a direct translation will do. Often, the assumption is that if the U.S. English based campaign is running well, it should perform the same in other languages too. Really, this isn’t the case at all.
Some key points to keep in mind…